At the beginning of 2018, we took a look at the just-announced changes to the Facebook algorithm and made some recommendations about how you can continue successfully reaching music fans. Our list included making posts that would generate comments, asking fans to choose your content, using Facebook Groups, and investing in Facebook advertising.

Now that brands have had some experience working with the new algorithm, here are four more strategies that promoters have found to expand their reach.

1. Reply to comments as much as possible

Facebook has made it clear that they’re looking to create meaningful interactions. That doesn’t just mean they’re promoting posts with more comments, it means the algorithm boosts posts with replies to comments that keep the conversation going.

So make it a purposeful practice to reply to any comments on your posts. The more you do, the more people will see the post.

But don’t just comment for the sake of commenting. If you make a post that says something like “Comment if you like rock & roll,” the algorithm considers that spammy.

“Engagement bait” is what Facebook calls posts that explicitly ask for comments, likes, or tags. Since the company feels those kinds of posts are trying to take advantage of the algorithm to increase reach by boosting engagement, the algorithm demotes it. In fact, Facebook will decrease the overall reach of pages that repeatedly use engagement bait tactics.

In their January statement, Facebook wrote that Pages and brands that make posts that people don’t comment on or react to will see lower distribution. On the other hand, Pages whose posts spark conversations between friends won’t see that decrease.

When it comes to posts, trustworthy is the opposite of sales-y, so make sure your posts give value to your audience rather than just promoting upcoming events. That could mean sharing relevant articles, behind-the-scenes videos, throwback photos, and even tips on how to find new bands. And you can blur those lines by adding value to your promo, like collaborating with artists by having them post to your page and vice versa.

Fans will learn through experience that it’s a good idea to tune in whenever you go live, so you’ll grow your audience with every stream

Sponsors will be interested in the size of your total audience — live attendees plus video viewers — or they may want to sponsor your live stream

You’ll create FOMO — fear of missing out — which drives ticket sales because fans won’t want to miss the next show or festival

You’ll have plenty of videos to use as teasers and recaps in social media or email marketing, which will drive fans to buy tickets to future shows

Live video is raw and visceral, which will help you convey your authenticity and brand personality

4. Keep a local point of view

Facebook stated that local news would get priority over national or world news in News Feeds. Most music venues and festivals are essentially local or regional businesses, so you can mix into your posts relevant news about the neighborhood or region. If you run a festival that draws fans from hundreds of miles away, you can every so often narrow in on one the communities you serve.